The study shows that the campaign in 2011 was good business for the Danish society with a profit of DKK 43 million, which is a 356 percent return on investment. The main purpose of Bike to Work has since its beginning in 1997 been; to get more people to cycle to work and motivate those who already do to keep on going. Up to 100,000 people are participating in these years, which in 2011 cost the organization behind the campaign approximately DKK 8.8 million.
The money is well spent, concludes the new study by COWI, consulting group working within Engineering, Environmental Science and Economics.
- It was important for us to measure the societal influence of our campaign. There has always lacked a calculation of the economic effects, showing the value of increased cycling, says Frits Bredal, Head of Communications at the Danish Cyclists’ Federation.
You can read an article on the report (in Danish) HERE.